How the h*ck do people even do B2B marketing?
In this down to earth marketing conference, explore what the best marketers in the B2B space do to attract, reach, and acquire customers.
25th April 2025 | 9AM – 5PM | Xsolla Curine Academy, KL
Only 29 seats left.
Sponsors & Partners Who Power Us
How the h*ck do people even do B2B marketing?
In this down to earth marketing conference, explore what the best marketers in the B2B space do to attract, reach, and acquire customers.
25th April 2025 | 9AM – 5PM | Xsolla Curine Academy, KL
Only 29 seats left.
Sponsors & Partners Who Power Us
Is everyone simply… guessing?
Business-to-business marketing (B2B) is a weird space. You’re probably just “winging it” at this point.
Should I blog? Create content? Start a podcast? Run ads?
Document my life on Instagram? Share stories about how cats are actually CEOS on LinkedIn? What about AI agents? AI is the hot thing now.
My gaawwwd.
Someone just tell me how to do this B2B marketing thing already.
That’s exactly what we’re doing. Making the hard work of inviting marketers who are consistently doing real, big things in the B2B space. And asking them to share their work generously – to a crowd of marketers and business owners.
So we can all get better.
And do better marketing.
Is everyone simply… guessing?
Business-to-business marketing (B2B) is a weird space. You’re probably just “winging it” at this point.
Should I blog? Create content? Start a podcast? Run ads?
Document my life on Instagram? Share stories about how cats are actually CEOS on LinkedIn? What about AI agents? AI is the hot thing now.
My gaawwwd.
Someone just tell me how to do this B2B marketing thing already.
That’s exactly what we’re doing. Making the hard work of inviting marketers who are consistently doing real, big things in the B2B space. And asking them to share their work generously – to a crowd of marketers and business owners.
So we can all get better.
And do better marketing.
INTRODUCING
Underdog B2B Marketing Con
Bringing the best marketing practitioners together to discuss and share their best-kept B2B marketing secrets.
A full-day of B2B marketing-focused case studies
We invite speakers to share real case studies, in the spirit of growing together. No fake numbers, untested marketing strategies or nonsense pulled out from a GPT prompt.
Oh, and no sales pitches at Underdog Con.
You’re bout to learn a whole lot of real stuff.
Like-minded crowd looking for growth
A crowd of do-ers, action takers and problem-solvers. (You thought we’d be saying hustlers, did you?). Underdog Con is for people who show up in service for others.
Network and do business with a crowd of driven marketers and business owners.
One thing’s for sure… You won’t find a crowd like this anywhere else.
Everyone leaves with something
A lesson, a new connection, business opportunity – or all three.
We designed Underdog Con as a space for marketers to learn and find opportunities. Because let’s face it. Everything you want is in the hands of someone you’ve not met yet.
Just take a look at what past participants say…
BRANDS SUPPORTING UNDERDOG CON
Wow… this is different.
We’ve received over 1,000 marketers and business owners at Underdog Con. Here’s what some of them say:
Did someone say, food?
If there’s one secret to making great events and a lesson to take away reading this landing page – it’s food.
See? I told you Underdog Con is about learning.
We provide the tastiest, most nourishing food you’ll ever find in a conference, keeping you energized througout the day. No need to hunt nearby cafes. Keep networking over great food. We got you.
Talk about staying focusssssed?
We like coffee like we like B2B marketing — strong, bold, and slightly addictive. That’s why Kee Nguyen (our sponsor!) is brewing up the good stuff at Underdog Con, so you stay focused throughout the day.
Find the answers to your deepest doubts
Cold calls, cold emails, SEO, ABM display ads, preview events, make TikToks, go live…. Skip the guesswork, trial-and-error and never-ending doom of B2B marketing. Instead, shortcut your marketing by learning it from others via proven case studies, and tried-and-tested strategies.
Meet the speakers
We’re bringing in real-world B2B marketing practitioners who have built and scaled. No fluff, no vague theories—just actionable insights from those in the trenches.
Reuben Ch'ng
Founder, Daily CMO
Helping marketers and businesses to grow.
Reuben Ch’ng is marketer and entrepreneur with over 12+ years of experience working & training brands such as TNB Malaysia, Sony, Nandos, UEM, and Media Prima Digital, History Channel, and Pacific West.
He started his entrepreneurial journey as a founder of a music and dance school, Cat Studio – before moving into media, working on several documentaries and broadcast projects. With his media experience, Reuben then took the position of business director in the Adtech and mobile advertising industry, working with FMCGs and corporates on advertising and marketing campaigns.
His past achievements as a marketer include growing a tech school, LEAD to RM2 million in revenue and driving millions in revenue for brands like Q-dees, HOMA2u and Proton. Today, he runs a Daily CMO – a marketing company focused on helping businesses grow.
King Quah
Founder, Saltycustoms
Transforming startups into global tech leaders.
King Quah, Founder and CEO of Saltycustoms, is a versatile business leader with expertise in start-up development, market entry strategies, AI automation, and growth hacking. His financial insight and data-driven marketing approach have fueled company success, with Saltycustoms expanding to serve over 3,000 clients in 50 countries. A graduate of Anglia Ruskin University and leadership programs at Stanford and Alibaba Business School, King has earned numerous accolades including the ASEAN SME Award and Prestige Malaysia’s 40 Under 40. He continues to push boundaries by integrating AI-driven innovations, enhancing business growth and productivity, and cementing his reputation as a tech-savvy visionary.
Derek Toh
Founder & CEO of Hiredly
Elevates careers, builds global opportunities.
Derek Toh is the Founder & CEO of Hiredly, an online job portal that aims to be SEA’s most personalized talent ecosystem; elevating human progress by helping careers and companies grow.
Derek was previously an auditor with Ernst and Young UK, and later became Associate Director at Robert Walters, where he was recognized as a Global Top Performer.
He was also a speaker at a debate moderated by BBC World News and has been interviewed on major media platforms including Astro, The Edge, Focus Malaysia, and BFM.
Richard Moh
VP/Director of Growth Pro
Boosting clients growth through strategic SEO.
Leads agency capacity building & client account development at Growth Pro. A dinosaur learning and navigating the world of marketing through the lenses of business owners – coincidentally with SEO at Growth Pro at current tenure.
Richard started his journey with SEO when keyword stuffing was still a thing, worked on other marketing disciplines, and is now coming full circle back to SEO.
But this conference is not about Richard. It is about you. If you happen to be reading this, have a pause on what are the questions you wish to ask and have them prepared for the different sessions at Underdog Con. See you soon.
Zac Chua
Founder of Kettle Gourmet
Growing an innovative snack brand over Asia
Beyond business, Zac is also an advocate for networking and continuous learning, recommending everyone find a business and life mentor. He’s also an avid practitioner of the “die with 0” movement.
Wai Kuan Wong
ex Head of Marketing of Malaysia Airlines
Turn SME challenges to growth opportunities
Waikuan Wong is the founder of Masterseed Lab, a consultancy that helps SMEs turn marketing challenges into growth opportunities. With a smart, scalable, and strategic approach, she drives brand visibility and profitability through data intelligence, market insights, and practical marketing strategy.
Waikuan brings over 20 years of experience in consumer marketing, having held senior leadership roles at Malaysia Aviation Group (Global Airlines Marketing), Themed Attractions & Resorts, and Maybank. Her legacy includes iconic initiatives like the Malaysia Airlines safety video and the Hello Kitty themed rooms in Puteri Harbour.
Under her leadership, Masterseed Lab has delivered measurable impact for brands like The Chicken Rice Shop, contributing to a Silver win at the 2025 Putra Brand Awards, and is currently consulting for Kampong Kravers and Milestone Productions.
Waikuan is known for her ability to translate insight into strategy—and strategy into real business results.
Jonathan Nyst
Head of Marketing of StoreHub
Scaling SaaS Marketing Across Southeast Asia
Jonathan Nyst is the Head of Marketing at StoreHub, a fast-growing SaaS platform powering over 15,000 retail and F&B businesses across Southeast Asia. With over 12 years of experience in both B2C and B2B marketing, Jonathan has built and led high-performing teams across Europe and Asia—helping companies scale through data-driven acquisition, sharp positioning, and standout brand storytelling.
Before StoreHub, he spent nearly a decade in financial services, including roles at BNP Paribas and BigPay, and later joined Belgian FinTech Monizze. Today, he leads a 20+ person marketing team spanning Malaysia, Thailand, and the Philippines, focused on helping small businesses thrive in an increasingly digital world.
Jonathan is a certified Complete Manager (Section) and SL2 Situational Leadership practitioner (Blanchard), with double Master’s degrees in International Relations and Communication & Media. He’s passionate about building marketing engines that scale, turning underdog brands into category contenders—and proving you don’t need Super Bowl budgets to win.
Agenda
09.00 am – 10:00 am
Registration & Networking
(Breakfast & Coffee)
10:00 am – 10.15 am
I Stopped Running Ads & Started Running Events – Here’s What Happened
Reuben Ch’ng, Daily CMO
10:15 am – 11:00 am
Inside StoreHub: Building a Scalable B2B Marketing Engine
Jonathan Nyst, Storehub
11:00 am – 11.45 am
Hiredly’s B2B Growth Playbook – Revealed
Derek Toh, Hiredly
12:00 am – 12:45 pm
Inbox to Income: Our System to Win High-Ticket Merch Clients
King Quah, Saltycustoms
12:45 pm – 1.45 pm
Lunch break & networking
1:45 pm – 2.30 pm
The Strategic and Smarter Way to Disrupt or Interrupt Your BAU (Business as Usual)
Wai Kuan, Masterseed Lab
2:30 pm – 3:30 pm
SEO… But Smarter: B2B Strategies That Punch Above Their Weight
Richard Moh, Growth Pro
3:30 pm – 3.45 pm
Networking session
3:45 pm – 4.30 pm
Winning the B2B game through branding and licensing
Zac Chua, Kettle Gourmet
4:30 pm – 5:00 pm
Networking Session
Get Your Spot tODAY
You don’t want to miss this event. Seriously.
Get out from behind your computer, and go meet some people in the industry. Your business and work will thank you.
Upon registering, you’ll receive an email where we’ll ask you about your business. As with every Underdog Con, we put up a “Who’s coming” page to share exposure to brands joining us.
We have a space limit of 150 participants.
But if you’re not in town (or just can’t be there in person), don’t worry—we’ve got you. Join the event via livestream access from anywhere in Malaysia or overseas.
25th April 2025
9AM - 5PM
Xsolla Curine Academy, KL
Offer Ending Soon
Day(s)
:
Hour(s)
:
Minute(s)
:
Second(s)
All Access Ticket
Only 29 seats left in the room- Full access to full-day conference
- Recordings of all presentations
- Buffet lunch and refreshments
- Networking session
- 3 months access to our online community
- Discounts & bonuses from sponsors
Surely, you must have questions. We answer them.
Who should attend Underdog B2B Con?
We made this conference for marketers, advertisers, and business owners who want to learn the latest B2B marketing strategies. This is not a motivational event or preview.
You won’t be asked to high-5 people next to you or hustled to swapping your credit card for a “mastermind”. Yeeeh, none of that.
Will meals be provided?
Of course! Only the best meals served at Underdog Con.
Please let us know if you have any food allergies or preferences, when checking out.
Where is the conference venue?
The conference will be held at Xsolla Curine Academy in EcoCity KL. It’s a conducive space with plenty of space to network.
So, less stress – more business!
Address: Level 4-13, INC KL Eco City, 3, Jalan Bangsar, 59200 Kuala Lumpur, Wilayah Persekutuan Kuala Lumpur
Can I nominate myself or someone to speak?
Oh, look at you all grown-up!
We’re happy to receive suggestions for speakers who can share actionable insights and lessons. Underdog Con is not a platform to sell.
Email reuben@dailycmo.net with the title ‘Underdog Speaker‘.
How can I exhibit during the event?
Want to exhibit during the conference? We have 4 exhibiting slots allocated for the event. They cost RM5,000 in sponsorship fees.
Some of what your sponsorship will include:
- An exhibiting booth during the conference.
- Tickets for 2 participants.
- A video interview on Daily CMO
- Mentions & brand placements in all marketing materials.
Your sponsorship goes into funding the event costs.
Please contact reuben@dailycmo.net or use the chat on this page.
Note: We are selective of exhibitors, based on the value they bring participants.
Can I get a refund if I can't attend?
Tickets are non-refundable once they are sold.
You can, however, request to transfer your ticket to another person. Email sri@catinsights.com or use the chat on our homepage to get help.
Either way, you’ll get access to the recordings from the event.
What is the attire to the event?
Men are required to wear a tuxedo with tails, a formal white shirt, a vest, a bow tie, white or gray gloves, and formal footwear. Ladies are required to wear….
Jokes aside. Smart casual would do. No need for business suits.
But if you’re feeling like it, dress to impress!